Introduction: The Modern Aspiration Economy 1. To Hack Growth, Brands Have to Hack Culture First 2. Three Models of Social Influence 3. Why Taste Communities are the Future of Marketing 4. Mimicry as Taste: Why Cultural Sameness is a Matter of Social Design 5. The 4Cs: Brand Strategy Meets Aspiration Economy Conclusion: Coronavirus Killed the Modern Aspiration Economy. What Comes Next?
Ana Andjelic is a strategy executive, author of The Business of Aspiration, and named as one of Forbes' World's Most Influential CMOs. She focuses on brand-driven management and growth of modern businesses and works with companies to develop new business models, value architectures and revenue streams.
"What is most inspiring and impressive about Ana’s writing is her
ability to uncover such diverse and unique insights from across a
wide range of terrain – be it creative, cultural, culinary, digital
or fashion. She then succinctly translates these multi-layered
insights into fresh perspectives and concrete strategic frameworks
that can be applied globally by brands." - Rori DuBoff, Managing
Director, Innovation and Strategy, Accenture Interactive"What Ana
captures in this book is a sea change of human behavior that is
shifting the market. If the last age of brand thinking was about
monetizing old symbols of status, the coming age will make moral
value highly profitable, and it's all here in these pages. The
Business of Aspiration is simultaneously a look into the future of
business as well as the heart of today's consumer: the kind of
intel any strategist or brand owner is always searching for." -
Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and
Host of the Unseen Unknown Podcast"If there's anyone who knows what
makes the consumer tick, it is Ana Andjelic. This book is a
distillation of her wisdom on how brands must move the needle to
match the shifting values of aspiration, desire and transparency."
- Mickey ALAM KHAN, Editor-in-Chief, Luxury Daily"Ana Andjelic has
written a must-read primer for marketers, brand owners,
entrepreneurs and everyone else interested in business
transformation…read this book - and learn from one of the smartest
brains in marketing today." - Tony King, Founder and CEO of King &
Partners"Real stories about real products that create meaningful
relationships with consumers still matter. And the consumers' needs
are constantly evolving. They always have. but so many brands
forget this. Or they think that faking it works too. It doesn’t.
This book dives deep into the subject and offers unique insights."
- Simon Collins, Founder and CEO of WeDesign, Founder of Fashion
Culture Design, and former Dean of School of Fashion at the Parsons
School of Design"Ana Andjelic is able to see through the noise of
trends and focus on the bigger story which are the elemental things
that connect people, which is what branding is about." - Sam
Valenti IV, Founder and CEO of Ghostly International
"What is most inspiring and impressive about Ana’s writing is her
ability to uncover such diverse and unique insights from across a
wide range of terrain – be it creative, cultural, culinary, digital
or fashion. She then succinctly translates these multi-layered
insights into fresh perspectives and concrete strategic frameworks
that can be applied globally by brands." - Rori DuBoff, Managing
Director, Innovation and Strategy, Accenture Interactive"What Ana
captures in this book is a sea change of human behavior that is
shifting the market. If the last age of brand thinking was about
monetizing old symbols of status, the coming age will make moral
value highly profitable, and it's all here in these pages. The
Business of Aspiration is simultaneously a look into the future of
business as well as the heart of today's consumer: the kind of
intel any strategist or brand owner is always searching for." -
Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and
Host of the Unseen Unknown Podcast"If there's anyone who knows what
makes the consumer tick, it is Ana Andjelic. This book is a
distillation of her wisdom on how brands must move the needle to
match the shifting values of aspiration, desire and transparency."
- Mickey ALAM KHAN, Editor-in-Chief, Luxury Daily"Ana Andjelic has
written a must-read primer for marketers, brand owners,
entrepreneurs and everyone else interested in business
transformation…read this book - and learn from one of the smartest
brains in marketing today." - Tony King, Founder and CEO of King &
Partners"Real stories about real products that create meaningful
relationships with consumers still matter. And the consumers' needs
are constantly evolving. They always have. but so many brands
forget this. Or they think that faking it works too. It doesn’t.
This book dives deep into the subject and offers unique insights."
- Simon Collins, Founder and CEO of WeDesign, Founder of Fashion
Culture Design, and former Dean of School of Fashion at the Parsons
School of Design"Ana Andjelic is able to see through the noise of
trends and focus on the bigger story which are the elemental things
that connect people, which is what branding is about." - Sam
Valenti IV, Founder and CEO of Ghostly International"There is no
one better equipped to help brands navigate the ever-shifting
aspirational economy than Ana. With her signature wit and candor,
Ana combines years of experience, keen intuition and an unfailing
ability to see two steps ahead of the curve to provide the type of
insights that can transform a business and a mindset alike." -
Steve Dool, Head of Brand Partnerships, Depop"Brands across
categories, take note. This book comes at the perfect time, when
consumers have heightened awareness of brands’ values and tone deaf
moves, and are making the conscious choice to wear brands they’re
proud to support. This book acts as the ultimate guide to resetting
priorities to be in step with the behavior of modern consumers, who
have moved on from flaunting wealth and status to showing they have
a conscience. They know that, based on their fashion choices, they
could be seen as clueless and shallow or, as Ana says, woke. It’s a
difference of wearing a Dolce & Gabbana logo or tagging an outfit
of the day with #Gannigirls. Now is the time brands should be
cleaning up their processes, checking in on their values and
strengthening their community. Depending on the brand, this will
serve as a checkpoint for priorities or a necessary wake-up call."-
Jill Manoff, Editor-in-Chief, Glossy
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